I was tasked by Paul Smith to create an AI campaign for their new PS skincare line to be launched in the Boots stores. They commissioned two video to be played on Boots screens. The brief was to showcase at least three products within each video.

Approaching the ideation for the two videos, I had the aim of highlighting the core elements of the PS brand, while keeping the output minimal enough to focus on the products.

The first concept, In The Elements, has the products floating on a signature red backgrounds, while they get drenched in their contents. It is a push towards the skincare direction visually, while being anchored in the classic PS red colour.

In the second concept, Submerged, the products plunge and re-emerge from an iridescent liquid, which is made out of the specific pantones from the PS line of Paul Smith. Preserving the line’s own identity within the broader brand’s language was a key objective.

These videos were made entirely with AI, which allowed for a quick turnaround and surreal transitions.

Year
2025